At a glance

When Jonathan Wuurman joined Luzmo, he inherited a healthy inbound engine; but also a CRM full of history, stale contacts, and untapped potential.

Rather than buying more data or building a brittle DIY stack, Luzmo used Evergrowth to turn that dormant CRM history into a repeatable outbound motion: one that identifies the right accounts, rebuilds buying groups, and gets reps into sales-ready conversations faster.

Netherlands PoC results

• 317 contacts run through the workflow
• 239 reached with a call attempt and follow-up email
• 92 qualified accounts identified
• 6 accounts reached SQL stage
• achieved in around 4 weeks, with the caller working roughly 2 days per week

CRM recycling project

• 89 historical companies pulled from the CRM
• 37 validated as true-fit accounts
• 278 existing contacts checked
• only 4 still persona-valid
• buying groups rebuilt to 73 relevant contacts

Jonathan also shared directional data-quality gains from the same work: around 30% more phone numbers and roughly 60% better accuracy than a large incumbent data vendor.

“The freshness of your CRM data should be the goal number one instead of more data.”

The challenge: strong inbound, but a changing market

For years, Luzmo had what Jonathan called a luxury position: around 95% of the business was built inbound.

That worked when the market was less crowded and the company’s motion was more product-led. But as the category matured and average deal size grew, the team needed a more intentional sales motion. Not more list-pulling. Not more mass outreach. A better way to find the right accounts, the right people, and the right reasons to engage.

Like many companies ten years into market, Luzmo was also sitting on a familiar problem: a CRM full of ebook downloads, event lists, and old contacts that nobody could confidently act on.

Jonathan’s description was blunt:

“If your pipeline is empty in January, look at your CRM.”

That idea became the starting point for a full CRM “spring cleaning” project, and for a more repeatable approach to outbound.

Why Evergrowth

Jonathan’s starting point was simple: fresh, accurate contact data - especially phone data.

But the goal was never just to buy “more data.” It was to build a system that could:

• qualify accounts against Luzmo’s real ICP
• verify whether the right personas were still actually in seat
• enrich missing contacts
• support outreach with stronger context
• improve over time as the team learned

That is also why the software + service model mattered. Jonathan compared it to having a coach at the gym rather than just a membership: a regular rhythm to review what worked, what did not, and what to refine next.

“By buying your platform, I’m basically buying the knowledge, the research that you guys did.”

From old CRM noise to live buying groups

The first project started with 89 companies Luzmo had touched over the years through inbound, events, and other channels.

From there, Evergrowth helped the team work through the problem step by step:

• an ICP agent validated 37 companies as true fit
• across those 37 companies, Luzmo had 278 contacts in the CRM
• after persona validation, only 4 were still relevant
• Evergrowth then helped rebuild the buying groups to 73 relevant contacts

That sequence became one of the clearest proof points in the whole story.

The problem was not a lack of data. It was the gap between records in a CRM and people a rep could actually engage.

“Accurate data is much more important than a lot of data which is not qualitative.”

Just as importantly, Jonathan’s ICP was not based on shallow filters alone. He described wanting criteria that reflected real buying fit; such as product team size, not just broad employee count. In other words, the agents were not just sorting lists. They were applying a more useful model of who Luzmo should actually sell to.

A repeatable outbound workflow, not a one-off cleanup

Once the team had validated accounts and rebuilt the right buying groups, the workflow became much more than data cleanup.

It became a repeatable outbound system:

• validate account fit
• validate persona fit
• enrich missing contacts
• rebuild the buying group
• assess where each account sits
• hand reps better context before outreach starts

Jonathan was clear that this mattered because SDRs should not just be judged on booking meetings. They need help understanding whether an account is even worth the effort, how ready it is, and what kind of conversation to start.

That is where Evergrowth became useful beyond data. It helped Luzmo move from static lists to a more deliberate motion.

Faster path to sales-ready conversations

The clearest outcome was speed.

When asked whether this pace from outbound to AE-stage conversation was typical, Jonathan’s answer was immediate:

“No. Much faster.”

That speed did not come from blasting more contacts into sequences. It came from removing the manual prep work between prospecting and conversation.

Instead of spending hours checking websites, guessing fit, or calling stale contacts, Luzmo’s team could start with:

• validated accounts
• fresher contact data
• rebuilt buying groups
• clearer reasons to engage

In the Netherlands PoC, that translated into 239 reachable contacts, 92 qualified accounts, and 6 SQLs in around 4 weeks.

Better data also made reps more confident

One of the strongest parts of Jonathan’s story is that the benefit was not just operational.

Calling is hard. Reps do not just need a number. They need a reason to call and the confidence that the conversation will be relevant.

That was one of the downstream effects Luzmo saw.

“If I give a good reason to George to call you, I make his life easier, I give him more confidence.”

That line is important because it turns this from a data story into a performance story.

Evergrowth did not just improve hygiene. It helped Luzmo create better starting conditions for real conversations.

Evergrowth helped Luzmo sharpen its ICP and uncover new segments

One of the more interesting outcomes was that the agents did not just apply Luzmo’s ICP. They helped improve it.

Jonathan described an “aha moment” when the qualification agents began showing not just yes or no, but why. That made the output explainable enough for the team to retrain and improve over time.

“What your agents did was giving an explanation about why yes, why no, why I don’t know.”

That created two clear benefits.

First, Luzmo could reverse-engineer the logic against existing customers and sharpen its ICP thresholds.

Second, the team began to see segment nuance they had not been acting on clearly before. Jonathan’s core market was SaaS, but the qualification work also surfaced other segments already present in the CRM (including telecom, fintech, and service agencies).Instead of treating everything as one broad bucket, Luzmo could start separating those segments and tailoring context more deliberately.

This also supported a broader company goal. As the founders looked to move further upmarket, those patterns gave the team more confidence that Luzmo had something for those segments too.

The Evergrowth project did not just help Luzmo work its market more efficiently. It helped the team see where to focus next.

From project to GTM habit

The strongest signal of success was not just in the numbers. It was in the behaviour.

As Luzmo kept working with Evergrowth, the platform stopped being a one-off project and started becoming a reflex inside RevOps and GTM execution.

“There is not a single day that there is not a Slack message popping in RevOps that say, ‘Hey guys, Bas is here, can we do this in Evergrowth?’”

That is the compounding moment in this story.

Evergrowth became more than a data source. It became a system the team could keep building on: one that helped them qualify smarter, move faster, and keep refining their motion over time.

Why this story matters

Luzmo’s story is not really about cleaning up CRM data.

It is about turning dormant CRM history into a repeatable outbound system that helps the team:

• focus on the right accounts
• rebuild the right buying groups
• move faster into sales-ready conversations
• give reps more confidence
• refine ICP over time
• uncover new segments worth pursuing

That is what made the project valuable: not just better records, but better pipeline.